Identity

First American Funds Branding, Identity

We cannot tell a lie

When U.S. Bancorp and Firstar Corporation merged to become a mutual fund family under the First American Funds name, they needed a new identity that would communicate the strength and breadth of their offerings. Who better to convey such qualities than the genuine first American himself — George Washington? Larsen developed a powerful foundation for the brand around an image of this country’s first president. The icon served as a touchstone for the qualities central to the brand: sound judgment, consistency, experience, and vision. In addition to the identity, Larsen designed a simple, elegant suite of stationery, business cards, envelopes, and business folders.